While traveling the other day, I came across an article in the June 13th edition of Bloomberg Businessweek entitled “
What really caught my eye in the article, though, was how many of these Banks are adjusting and fine-tuning their strategy as they strive to right the ship both here and abroad:
“In an effort to boost revenue, banks are shifting their focus back to bread-and-butter businesses, such as retail banking, brokerage services, and asset management. They are dusting off a once-favored strategy, cross-selling – persuading existing customers to buy additional products.”
Of course, in order to cross-sell more effectively, these Banks need to have a well-defined CRM strategy in place. Banks providing producers and sales personnel with proprietary solutions or antiquated systems for CRM will get left behind and see their retail, brokerage, and institutional customers defect. Banks allowing any of their customer-facing employees to rely on exclusive personal notes or lists that are not shared or available to anyone else will also lose large-sized deals and market share. To implement a more aggressive cross-selling initiative, Banks need to arm their staff with a centralized, scalable, and flexible enterprise CRM system, such as Microsoft Dynamics CRM 2011, that can integrate with other core technology offerings and work directly within the vastly familiar Outlook email application. Having a full CRM Sales, Service, and Marketing suite will give bankers, advisors, deal-makers, and relationship managers a broad, comprehensive view of a customer’s accounts, transactions, and interaction history. CRM 2011 will enable all Bank colleagues and departments to collaborate more effectively and share client opportunities, feedback, and concerns. Regardless of Banking channel touch point, employees can leverage CRM 2011 to capture actionable details on a client’s current and future product and service needs and analyze the relationship’s lifetime value potential. Having such customer insights and business intelligence readily accessible is a true competitive advantage. It allows sales and service reps to be more prepared to recommend the appropriate cross-sell and up-sell recommendation in order to address a client’s entire financial situation. Closing ratios will increase, client relationships will deepen, and client loyalty will be preserved and strengthened. In turn, Bank revenues will increase, and hopefully offset rising costs, thus satisfying employees, shareholders, stakeholders, and partners.
Customer Effective has tailored the Microsoft Dynamics CRM 2011 platform for top-tier Banking institutions and positioned them to increase cross-selling success to win more banking business from their customers. To learn more about how CRM 2011 can help you boost revenues to overcome rising regulatory costs and a steady low interest rate environment, please visit
Post by: Kevin Wessels, Customer Effective, Florida, Georgia Microsoft Dynamics CRM Partner